Advertising forecast upgraded
Nine in ten dollars of ad market growth this year are going to online-only platforms. Growth forecasts for advertising spend have been upgraded this year (+1.2pp to +7.4%) to $1.17trn – the first uprating in more than 12 months, marketing company WARC says in an updated forecast.
Alphabet, Amazon and Meta are set to take a combined market share of 55.8% excluding China this year – equivalent to $524.4bn – rising to 56.2% in 2026, the forecast says.
Global ad market growth is expected to accelerate to 8.1% next year – to a total of $1.27trn equivalent to $150 per capita.
A rise of 7.1% is predicted in 2027, with a market total of $1.36trn double that of the pandemic hit year of 2020.
“Global ad spend is growing rapidly, with digital-first platforms capturing almost all the new money”, says James McDonald, WARC director of forecasting.
“Despite economic headwinds, including disruption to global trade and reduced purchasing power among consumers, brands are doubling down on Meta, Alphabet and Amazon, while emerging players like TikTok are growing fast but from smaller bases.”
“The global market is set to nearly double in value since the pandemic, underscoring the resilience of advertising in a tougher economic climate.”
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